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BizReport : Ecommerce archives : June 22, 2016

Study: Blending omnichannel engaging to shoppers

Turns out the 'cool' factor for most shoppers is a blend of both digital and physical stores. That's the takeaway from new RichRelevance data which indicated more than three-quarters (79%) of consumers find the ability to scan products on mobile devices while in-store 'cool'.

by Kristina Knight

The key is not to take the cool factor too far. The data shows there is a fine line between the cool factor of looking up product information in-store, and a store's ability to track them based on online searches, in-store buys and other data.

"For the second year in the row, the study finds that shoppers think it is cool to get digital help finding relevant products and information - on their own terms when they choose to engage," said Diane Kegley, CMO of RichRelevance. "However, they are creeped out by digital capabilities that identify and track without a clear value offered in return."

Other things shoppers find cool:

• 52% think receiving digital coupons after visiting a store cool
• 40% like location triggers with personalized product information
• 50% like product recommendations printed on their receipts

Things shoppers find creepy:

• 67% say facial recognition IDing 'high value shoppers' is creepy
• 64% say salespeople who greet them by name because of a mobile alert are creepy

As to how Americans are shopping, the data finds most (67%) use mobile devices to shop; 79% of Millennials shop via mobile. About three-quarters (73%) use mobile devices while shopping in stores.

Tags: ecommerce, M:Commerce, retail trends, RichRelevance

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